Affiliated merchants can now offer free shipping

SEATTLE — Amazon Prime will soon offer members the chance to get perks like free delivery even when they are shopping from other online merchants.

“We always aim to exceed Prime members’ expectations by offering more selection, exclusive deals, quality content, and convenient features,” Amazon Prime vice president Jamil Ghani said. “With the introduction of Buy with Prime, we’re expanding where members can enjoy trusted and convenient Prime shopping benefits beyond Amazon, adding even more value to their membership. Members will have the flexibility to shop from merchants directly, all while enjoying the fast, free delivery, seamless checkout, and easy returns they’ve come to know and love from Amazon.”

The new Buy with Prime benefit increases the value of Prime membership, and Amazon says it is also a perk for the merchants who can offer it. It will initially be available by invitation only for merchants using the Fulfillment by Amazon (FBA) service. But Amazon said it will roll out this year as other merchants are invited to participate, including those not selling on Amazon or using FBA.

Amazon said Prime members will see the Prime logo and delivery promise on eligible products in other merchants’ online stores, indicating that the items are available for free delivery, as fast as next-day, with free returns. Checkout will also be easy and convenient for Prime members, who will use the payment and shipping information stored in their Amazon account and will receive timely shipping and delivery notifications after an order is placed, the company said.

“For over 20 years, we’ve been empowering small and medium-sized businesses with opportunities to grow,” Amazon Buy With Prime vice president Peter Larsen said. “Allowing merchants to offer Prime shopping benefits on their own direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business—whether on Amazon or beyond. With shoppers purchasing directly from merchants’ online stores, Buy with Prime will allow merchants to build customer relationships and brand loyalty while offering conversion-driving benefits like fast, free shipping.”

Amazon said that for merchants already using FBA, the Buy with Prime option can be added to their online store within minutes because their inventory is already stored in Amazon fulfillment centers. To get started, such merchants will just sign up for Buy with Prime, link an Amazon Seller Central account, use Multi-Channel Fulfillment to offer one pool of inventory for multiple channels, and link an Amazon Pay account to offer a seamless checkout experience for Prime members. Then, by installing a JavaScript widget in their online store, those merchants will be able to easily add Buy with Prime option for one or more products. Those merchants will receive shopper order information, including email addresses for customer orders, which they can use to provide customer service and build direct relationships with shoppers, the company said..

According to Amazon, merchants using Buy with Prime will simply pay for what they use. Pricing is based on a service fee, a payment processing fee, and fulfillment and storage fees that are calculated per unit. Merchants will face no fixed subscription fee or long-term contract, and can expand selection or cancel at any time, Amazon said.

“Buy with Prime will be a game changer for our brand,” MaryRuth Organics president David Ghiyam said. “Prime members will enjoy the trust and familiarity they have with shopping on Amazon while connecting with our business directly on our own site. When we began using Fulfillment by Amazon, our business quadrupled in growth thanks to Amazon’s logistics network and our Prime-eligible listings. Using Buy with Prime, we will be able to drive the conversion we’ve experienced with Fulfillment by Amazon while running our business on our own site.”

Amazon said Buy with Prime is designed to work with most online stores, including e-commerce service providers like BigCommerce.

“Buy with Prime represents a compelling value-add for BigCommerce merchants who wish to increase their sales and optimize the omnichannel experience they provide their customers,” said Troy Cox, senior vice president of product at BigCommerce. “Prime set the bar for a shopping experience customers trust, including convenient and fast shipping. As one of the top e-commerce platforms collaborating with Amazon to add Buy with Prime, extending these benefits to our merchants will help elevate their online shopper experiences, build brand loyalty, and power them to grow and scale.”